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Research papers
The contribution of qualitative methodology to creative advertising
This paper discusses the contribution of qualitative research methodology to producing advertising that is both effective and creative. The argument links three main areas: 1) Changes in the models of how advertising works: away from transportation...
Catalogue: Seminar 1986: Qualitative Methods Of Research
Author: Judie Lannon
June 15, 1986
Research papers
Guidelines on the use of qualitative techniques in cross-cultural research
A series of studies over a number of years has demonstrated convincingly that accurate measurement of cross-cultural attitudes and perceptions is possible. The success of the studies amongst a diversity of language and cultural groups was largely...
Catalogue: Seminar 1986: Qualitative Methods Of Research
Authors: Nesta Morris, Pat van der Reis
June 15, 1986
Research papers
Researching the subconscious effects of advertising
The aim of this paper is to reawaken interest in researching the ways that advertising works at subconscious levels and to focus attention on how qualitative research can attempt to elicit these subconscious responses. Many consumers are not...
Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research
Author: Heather Mulholland
June 15, 1985
Research papers
Qualitative research among farmers
Based on actual examples, the subject of this paper is to demonstrate the operational value of qualitative approaches in farming research, on the condition that they are conducted by means of a teamwork relationship between the Research Agency and...
Catalogue: Seminar 1985: Agricultural Marketing Research in Europe
Author: Martine Thiesse
June 15, 1985
Research papers
The Delphi approach
In recent years, the Delphi technique has become one of the most widely used qualitative forecasting approaches. However, relatively little has been written about the validity of the situational factors which are likely to influence the outcome of a...
Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice
Authors: L. K. Parkinson, Stephen T. Parkinson
June 15, 1984
Research papers
The role of the readers of Panorama and Grazia in the interpersonal communication process (Italian)
The paper illustrates the first application in Italy of two new qualitative variables applied to the study of readership.
Catalogue: Seminar 1983: Publishing A Better Product
Authors: Arnaldo Aisa, Luisa Pogliana
November 23, 1983
Research papers
The role of the readers of Panorama and Grazia in the interpersonal communication process
The paper illustrates the first application in Italy of two new qualitative variables applied to the study of readership.
Catalogue: Seminar 1983: Publishing A Better Product
Authors: Arnaldo Aisa, Luisa Pogliana
November 23, 1983
Research papers
